“Irish consumers think that it is important to see more diversity in the actors and models used in advertising. Better visibility of under-represented communities in their advertising will help brands to create more inclusive promotional campaigns that better reflect and enable them to connect ...

“Although many actors and actresses, sports stars and musicians have huge social media presences, it is YouTubers or vloggers whose social media activity is most likely to be influencing people’s purchase choices. These are people whose living, in many cases, is dependent on amassing enough views, ...

“The rapid growth of the esports industry is set to continue as gaming devices get more powerful and major celebrities get more involved. Companies have also been working with esports stars for promotional campaigns to help align the image of esports more closely with that of traditional sports. ...

“Consumer usage of social networks remains high despite recent issues regarding the exposure of user data. Whilst data protection is of importance to them, people are more concerned about addiction to social platforms and what impact these services can have on their mental health.”– Zach Emmanuel, ...

“Consumers remain concerned about the level of negative behaviour and harmful content on social networking sites. As such, significant investment continues to be required on fact-checking services and improved detection, reporting and removal of suspicious content on social networks to improve ...

“Consumers are moving towards streaming services to access content, which will concern pay TV providers as it is impacting their revenue. Also, with 4K content accounting for a larger part of people’s viewing, they are requiring faster internet connections; 5G and the next generation of fibre ...

“Consumers are split in regard to how much they trust social media platforms to make judgements on the trustworthiness of news sources. Until any new regulations are put in place, social networks have to work to reduce the prominence of inaccurate news sources, while reassuring users that ...

“The value of the media streaming market continues to grow in Ireland, as consumers increasingly prefer to access content via streaming services compared to traditional means. Some consumers, however, would be willing to accept advertising on paid streaming services in return for a discount on ...

“Lower cost, faster download speeds and better connections and coverage are important considerations for Irish consumers when switching broadband providers. Emphasising their value-for-money messaging, continuing to upgrade to faster internet connections and improving the range and quality of ...

“UK consumers’ favourite hobbies are those which involve minimal outlay such as reading, listening to music and baking/cooking. As consumers are choosing to save, more costly activities may be deemed less affordable. The influence that online content is having on consumers, especially Millennials, ...